George at Asda will launch new Graduate Fashion Brand

Clothing brand George at Asda will launch a new fashion brand this week. The new brand will champion up and coming British talent.

G21 Talent is a new range of graduate designs handpicked by the brand at last year’s Graduate Fashion Week. The brand aims to support the next generation of design talent.

The range is the latest initiative from the retailer which has sponsored the Fashion Week event since 2011, in a bid to reduce youth unemployment.

Asda’s Chief Merchandising Officer for George, Andrew Moore said: “We have championed British fashion design for the last 22 years, investing in first class talent and growing our 70-strong team of leading designers.

George is now an international brand, exporting the best of British design to seven different countries around the world including Canada, Brazil, Chile, Argentina, Japan and the US, and through franchises in the Channel Islands and the Middle East and online at to 24 countries in Europe.

“Investing in the next generation of British fashion designers is crucial to the significant growth of not just George but the UK fashion industry as a whole.”

Collections from the line will be available across the UK, internationally and online. George at Asda will continue to recruit graduates to aid the design process and build its team.

As part of the scheme, each graduate is monitored to deliver high-quality fast fashion and Mr Moore believes that offering full time work and paid placements to graduates is vital to driving creativity.

“Over the long-term our strategy is to recruit graduates across our entire business, creating opportunities in marketing, buying, merchandising and beyond,” Mr Moore explained.

“In the short-term we will be developing the G21 Talent brand through paid placements and creating even more opportunities for the next generation of British fashion designers.”


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